Copenhagen – A Danish beer with International appeal

Carlsberg is ready to launch a beer with an international face. The Danes will be the first to taste Copenhagen, but the rest of the Carlsberg world will get its chance next year

Copenhagen is the name of Carlsberg’s new beer and the first innovative offering for the new generation of beer drinkers who delight in the full package of design, taste and quality.

The beer has a light, refreshing taste, while the design is rooted in Copenhagen as an international city of fashion and design. Copenhagen is intended for modern women and men, who appreciate a refreshing taste delivered in a stylish design.

“We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products. There may be situations where they are standing in a bar and want their drinks to match their style. In this case, they may well reject a beer if the design does not appeal to them," says Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg. "The consumer surveys that we have conducted in Denmark show that 98% of the target group finds Copenhagen exciting."

New product for the whole world

Carlsberg has sharpened its focus on innovation and the development of new products that can be sold throughout the world. Copenhagen is the first example of a new beer brand that is being rolled out globally. The beer, brand and design have all been developed by Carlsberg’s International Innovation Department in Copenhagen in collaboration with the Carlsberg Research Center.

Copenhagen will first be launched in Denmark, and according to Kirsten Ægidius, VP Marketing, the Danish business is increasingly encountering consumers who are seeking alternatives to ordinary beer.

"Many young people aren’t keen on the bitter aftertaste of beer. Here our surveys show that with Copenhagen we have created a highly drinkable beer with a balanced taste – a real alternative to white wine and champagne," she says.